McDonald’s knows about the importance of appetite appeal, but they forgot what they know with this ad celebrating the 60th anniversary of the Big Mac. Big Mac would have never lasted 60 years if it tasted like this photo looks.
The purpose of the glorified picture of the Big Mac is to give readers a little sample of the mouth-watering anticipation of biting into the sandwich. But nobody’s mouth will water over this picture.
Appetite appeal in an ad requires
- a close-up so the reader feels they can just about smell and grasp the Big Mac.
- food-in-motion so the Big Mac seems to be moving toward the reader’s mouth.
- imperfections which make the Big Mac appear sensuously real.
The photo is a close-up and does show food-in-motion, but what happened to the imperfections?
The slice seems laser cut, nothing that would happen in real life. No drips, no crumbs, no juices. The meat looks like precisely cut particleboard. The photo is completely unappetizing.
The Big Mac is a great sandwich with a long, history of making people drool, but this photo does the Big Mac a disservice.